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Memorable marketing – how to humanize your company

Hats off to companies serious about making good products, but not to the point of taking themselves too seriously.

A perfect example is Big Ass Fans, a Kentucky-based producer of … you guessed it … enormous industrial ceiling fans.

Led by a donkey mascot named Fanny, the company’s marketing is loaded with playful puns and silly imagery. But don’t worry, the light-hearted approach doesn’t diminish their credibility one bit. Just the opposite — in 2008, Inc. Magazine ranked the company as Kentucky’s fastest growing manufacturing company and one of the country’s 5,000 fastest growing firms.

Web 2.0 builds trust

The company is clearly committed to interacting with prospects and customers on its website. Visitors have posted more than 70 pages of unedited “kudos and complaints” there. They cover everything from product questions to stories about where people first spotted the fans. And a company representative responds, clearing up questions, directing people to customer service and thanking supporters.

Besides lots of product and installation information, the engaging site also features an “ask the expert” email form, FAQs, customer case studies, photos of employees’ pranks and a page that outlines the firm’s charitable efforts. This wealth of content has obvious SEO benefits, but it also adds up to a warm and fuzzy feeling. Check out a few pages, and you feel like you know who these Big Ass people are. They care about their customers and their community. They’re people you can trust.

Marketing with personality gets remembered

Even though the company’s cheeky name and persona may offend those with the most delicate sensibilities, Big Ass Fans speaks out loud and clear to the facilities managers and construction professionals who are their best prospects. And plenty of folks who will never buy a fan are on board anyway, helping promote the company by wearing the branded t-shirts and baseball caps. No doubt about it, once you’ve heard of Big Ass Fans you’ll be one.

So take a page from the Big Ass marketing playbook. Stick your neck out now and then. Make the effort to truly connect with your customers. A memorable brand personality and authentic communication pays off.

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